Marvel Encourages Women to ‘Be A Hero’ with New Her Universe Activewear Line
First-of-its-kind collection inspired by Marvel’s Captain America:
Civil War launches at Kohl’s Stores and Kohls.com this month
GLENDALE, Calif.–(BUSINESS WIRE)–Disney Consumer Products and Interactive Media today announced a Marvel
Super Hero makeover for women’s activewear via a new collaboration with
fangirl fashion company, Her
Universe. The stylish line for teens and millennial women is
inspired by the forthcoming movie Marvel’s Captain America: Civil War
and will launch this month at Kohl’s stores and Kohls.com.
The capsule collection featuring looks based on Black Widow, Iron Man
and Captain America will be tagged “Be A Hero” and offer more than 30
pieces, including tanks, sports bras and leggings, available in sizes XS
– XL and 1X – 3X.
“Collaborating with Marvel on activewear is a dream come true,” said Her
Universe Founder Ashley Eckstein. “These Marvel characters inspire me to
try and ‘Be A Hero’ in my everyday life, and being active is an
important part! We’re incredibly proud of this collection and hope that
girls will be inspired to wear these designs from the gym to the street.”
The line is part of a major expansion into women’s fashion from Marvel,
including launching @StyledByMarvel
on Instagram, where female fans have flocked to keep up with Marvel
style, attracting 275,000 followers in just 18 months.
“Activewear is a huge trend with young women and a natural fit for the
Marvel brand,” said Paul Gitter, senior vice president of licensing,
Marvel at Disney Consumer Products and Interactive Media. “We’re excited
about the potential of this new collection to connect with female fans
and continue to drive our fashion business.”
“Through this exclusive collection we are providing our customers with
key pieces that will inspire them to find the hero in themselves while
being active,” said Amy Kocourek, Kohl’s executive vice president of
Junior’s, Children’s, Accessories and Jewelry. “This first-ever line of
athletic wear is highly relevant for teens and millennials, and empowers
fans to express their authentic selves.”
Launching today on YouTube.com/HerUniverseChannel
is a workout video featuring Ashley Eckstein and Heidi Moneymaker, stunt
double for “Black Widow.” The video highlights the all-new Marvel by Her
Universe activewear collection, along with super-cool workout moves
inspired by three Avengers: Captain America, Iron Man and Black Widow.
For more information on the products mentioned in this release, visit
your local retailer or shop the “like 2 buy” link in the @StyledByMarvel
profile on Instagram. Fashion-forward apparel offerings for women and
teens are available at Kohl’s, as well as retailers like Disney Store,
JCPenney, Macy’s, Target and Walmart.
About Marvel Entertainment
Marvel Entertainment, LLC, a wholly-owned subsidiary of The Walt Disney
Company, is one of the world’s most prominent character-based
entertainment companies, built on a proven library of more than 8,000
characters featured in a variety of media over 75 years. Marvel utilizes
its character franchises in entertainment, licensing and publishing. For
more information visit marvel.com.
© 2016 MARVEL
About Disney Consumer Products and Interactive
Media
Disney Consumer Products and Interactive Media (DCPI) is the business
segment of The Walt Disney Company (NYSE:DIS) that brings our Company’s
stories and characters to life through innovative and engaging physical
products and digital experiences across more than 100 categories, from
toys and t-shirts, to apps, books and console games. DCPI comprises two
main lines of business: Disney Consumer Products (DCP), and Disney
Interactive (DI). The combined segment is home to world-class teams of
app and game developers, licensing and retail experts, a leading retail
business (Disney Store), artists and storytellers, and technologists who
inspire imaginations around the world.
About Her Universe
Her Universe was launched in 2010 by actress and entrepreneur Ashley
Eckstein and The Araca Group, a leading theatrical production and brand
management company. Ashley and Araca created Her Universe to address the
expanding market of female sci-fi and fantasy fans. They entered their
first agreement with Lucas Licensing to develop and produce a line of
female-centered Star Wars apparel and accessories. The success of that
line was followed up with a collection for BBC Worldwide for Doctor Who,
CBS Consumer Products for Star Trek, AMC for The Walking Dead, Nerdist
Industries, Marvel, Hasbro for Transformers and Studio Ghibli. You can
learn more about Her Universe and purchase the current line of fangirl
apparel and accessories by going to http://www.heruniverse.com and
by following Eckstein & Her Universe on Facebook
(facebook.com/HerUniverse), Twitter (twitter.com/HerUniverse), Pinterest
(https://www.pinterest.com/heruniverse/)
and YouTube (https://www.youtube.com/user/HerUniverseChannel).
Contacts
Disney Consumer Products and Interactive Media
Lauren B. Purnell,
818-544-0393
lauren.b.purnell@disney.com
or
Her
Universe Publicist
Dan Madsen, 646-922-0663
dmadsen@araca.com
